Current Role: Marketing & Design Assistant
Duration: July 2024 - March 2025
Skills: Graphic Design (Digital & Print), Campaign Strategy & Planning, Visual Storytelling, Video Production, Marketing Analytics
As Marketing & Design Assistant, I am responsible for creating all social content, aiding in campaign strategy and development, as well as designing deliverables for special projects as needed.
Coming from a background in Design and Climate Science, it is important to me that all of the social content I create is a fully fleshed-out concept, carefully crafted and backed by research to educate our audience on climate issues and Keel Labs' material innovation solutions. A large portion of my role is distilling complex information into content that is digestible and entertaining, both in digital format for our audience of 29,000+ followers across platforms, as well as print format for our partners and consumers.
Below is a selection of the content I have designed for Keel Labs, but head over to @keel.labs on Instagram, Linked In, and TikTok to see all of the content I have created over the past year!
Carousel Post Examples:
Fiber Production Explained Post
Award Announcement Post
Close-Up on Kelsun®
Scaling Kelsun® Post
CAMPAIGN: OUTERKNOWN X KELSUN® BLANKET SHIRT
Timeline: 2 weeks
Deliverables: 7 posts for Instagram and LinkedIn (3x reels, 4x static posts)
Role: Collaborate with Marketing Associate to craft campaign strategy, responsible for creating all social media content
Project Summary: This campaign promoted the launch of the first commercially-available product made with Kelsun® fiber- the Outerknown x Kelsun® Universal Blanket Shirt! While the overarching objective was to quickly sell out the product, the campaign also served to invite community members to the in-person launch and celebrate two ocean-focused brands joining forces.
Using a variety of assets, from Outerknown's brand team, our manufacturer partners, and team footage from the in-store event, we crafted a campaign that visually blends the aesthetics of the two brands and conveys the story of the collaboration from start to finish. Being two mission-driven brands focused on the ocean, our core narrative was our value alignment, and we built the rest of the campaign from that point of commonality.
Outerknown's marketing team had their own campaign for the launch, but we collaborated on a launch-day video and coordinated closely on the timing and messaging of all posts to ensure consistency.
Outcomes: Not only did the product sell out within the first few days of the launch, but the campaign also drove significant increases in inbound leads and social media metrics. Notably, on Instagram alone, the campaign saw a 400% increase in Impressions and almost 200% increase in profile activity.
(Feed View)
Teaser Reel
Product Launch Announcement Reel
Above: 'Value Alignment' Carousel Post, utilizing ocean & textile-related play on words :)
Launch Party Reel (on 9/21 🕺)
Video created by Outerknown team